Afaqs: Mountain Dew partners with one of eight teams of IPL, KXIP (Kings XI Punjab) as its official partner for the upcoming series. Mountain Dew is one of popular soft drinks for PepsiCo India. The partnership will prove beneficial for the brand as it has got exclusive rights for the IPL home matches by gaining the branding rights on players’ uniform.
Alpana titus executive director (flavors) PepsiCo India believes that the partnership will help Mountain Dew as a brand launch consumer engagements that will help strengthening the market share in North India specifically Haryana, Himachal, Punjab, Jammu and Kashmir. PepsiCo India has gained a good share in the market from Punjab and Haryana and Mountain Dew as a brand has been responsible for the growth of success.
Alpana Titus also disclosed that they are soon rolling out a campaign “’Daar ki Wicket Girayega to Hamare Saath Khelega’” for cricket fans who get to play with their favorite icons from KXIP. The winner also gets to take home branded merchandise, complementary tickets to IPL matches and other value added gifts.
The mountain dew brand will approach a 360 degree marketing campaign that will include ground activities. These activities will take part in colleges, marketplaces, radio, TV, outdoor and multiplexes where they can directly get the consumers engaged in the initiative.
Alpana Titus revealed Mountain Dew, is also rolling out consumer campaign ‘Daar ki Wicket Girayega to Hamare Saath Khelega’ offering an opportunity to true lovers of the game to play against the cricketing icons of their favourite IPL team – KXIP. The campaign would offer opportunity to win a slew of exciting value-added gifts such as complimentary tickets to IPL matches involving KXIP and branded merchandise.
Mountain Dew also is planning to be unleashing a 360 0 marketing campaign for the campaign , involving on-ground activities in colleges, multiplexes, marketplaces, outdoor, radio, and TV – engaging consumers in the cricket-led initiative.